Purchasing from a direct mail solicitation can be a bit of a gamble – or at least that’s the way it may appear to many potential buyers. The problem is one of “perceived risk,” and it can make a promising sale simply disappear. But there’s something direct mail marketers can do to alleviate a prospect’s […]
customers, direct-mail, direct-mail-marketing, perceived-risk
If you’re like me, you’ve become addicted to reading people’s comments before buying anything on Amazon. We want validation that we’re making the right decision, and what could be more sincere than the spontaneous assessments of people who have already bought and used the product? While marketers have sold things using customer testimonials since – […]
customers, direct-mail, direct-mail-marketing, new-customers, testimonials
While you must always be planning direct mail campaigns to new lists of prospects, don’t neglect your own list of old names – your house list. These are people who have been customers or clients in the past, but whom you haven’t heard from in a while. Now, don’t think that just because they haven’t […]
common-errors, customers, direct-mail, direct-mail-marketing, LTV
You may think you’re in business to sell financial courses, or clean carpets, or sell health supplements. But that’s only part of the story. The other, critical part of being in business concerns the people who are paying you money for your product or service – your customers. Without your customers, you’re an office with […]
customers, direct-mail, direct-mail-marketing
There will be times that you receive complaints about your direct mail campaign. In business you have to develop a bit of a thick skin. That means you have to learn to do what’s best for your business in spite of the fact that a few people may complain. Some people will always complain, no […]
copywriting, customers, data-hygiene, direct-mail, direct-mail-marketing, house-file, sales-pieces
Have you ever wondered if its better to give a discount based on the dollar-amount off the usual price (e.g., $50 off), or a percentage off (e.g., 30% off)? Which gets a better response? I wish I could give you a cut-and-dried answer to this, but this is really a question of psychology, isn’t it? […]
customers, direct-mail, direct-mail-marketing, perceived-value, sales
There are tons of ways to get rid of a few customers, lower your income so you can pay less taxes, or prompt a “going out of business sale.” However, if you instead want to sell products and services, make more money, and grow your business, you should avoid driving you customers away. By knowing […]
customers, direct-mail, direct-mail-marketing, sales
One of the most effective ways to get a prospect to try a new product is to have it recommended by a friend. There are a couple of big advantages to using this kind of feedback. First, friends listen to friends and trust their opinions and recommendations more than they do an obvious advertisement. Second, […]
customers, direct-mail, direct-mail-marketing, sales, word-of-mouth
Are you mailing to your most likely prospects? If not, you’re not using your advertising budget most effectively. You wouldn’t sell the same products – or even sell the same products the same way – to this couple as you would to a group of teenagers. With a direct mail campaign, you have the ability […]
competition, customers, direct-mail, direct-mail-marketing, modeling
Creating a good buying experience will make your customers come back to you over and over. If your customers are happy with their purchases and their overall experience, you’ll have no problem getting them to buy other products and services from you in the future. But if their experience was bad, they’ll most likely never […]
customers, direct-mail, direct-mail-marketing, lifetime-value, LTV, positive-experience, sales